Scattered postings from a hitchhiker's travel journal

The journey; on the road to the digital networked society

Case study of Twitter: Nestle tweets in online ads

Food manufacturing giant Nestle has come up with an innovative use for Twitter that combines together a mix of digital channels. Their latest advertising campaign for JuicyJuice includes a Twitter feed within the advertising creative. This social media campaign lets people post their own tweets within the advertising that appears online. At the time of writing, the brand is testing it on US sites CafeMom and BabyCenter. Here’s how it works: there are questions inside the advertising space that relate to parenting (How do you stimulate your child's mind? How important are vitamin-enhanced foods to you?). People can write their message or tweet inside the advertising.

Nestle marketers are using the # tag to boost discovery by helping Twitterers recognize it as a keywords. And to prove how integrated and digitally centric the campaign is, there’s a YouTube channel that opens on click through – more food related content, this time about feed preparation and health.What’s new in this campaign is the way consumers can take part without leaving the website they’re on. By extending Twitter’s reach to anywhere Nestle runs an advert, they’re changing the nature of Twitter.

Milestones

Broadband battle with US UK penetration of fast broadband connections slips ahead of US for first time.

Silver surfers swell Almost two out of every three of those coming up to retirement in the UK are online; double where the UK was in just 2001

9% of China online And with vast growth rates to match it's not hard to understand why every dot com is looking East right now.

Blogtastic 1 new blog created every second as blogging goes mainstream.

The magic billion Crossing the threshold of '1 billion people' now online worldwide.

Beethoven rocks the house 1.3m downloads of Beethoven tracks, making him 1-9 in the download chart. Thanks to BBC Online the stereotype of music being just for kids gets blown apart.

Ebay addicts More than £4bn traded on eBay here this year, accounting for 1.3% of UK sales and an average of £3,000 per trader; latest news – the tax man’s interested in a slice!

Broadband Britain Finally broadband home access outweighs dial-up, but spare a thought for the poor folks still on dial up.

Navigators

"The future of advertising is the internet"Bill Gates 27/10/05

"It is happening now and is strong, rapid and large. [And there’s a] tremendous violence in traditional media as it continues to get displaced by digital."Sir Martin Sorrell, 27/10/05

"What is happening is a revolution in the way young people access news. Unless we awaken to these changes, which are quite different to those of 5 or 6 years ago, we will, as an industry, be relegated to the status of also-rans."Rupert Murdoch, American Society of Newspaper Editors, 13/04/05

Smallprint

Just to lay the cards on the table, this is a personal space so please treat it with respect. If you want to make comments be courteous and keep on topic.

The material I've put together has taken some time, and although it's been done in good faith, there are bound to be a few errors here and there - so if you find one then mail it and I'll endeavour to sort it out.

Please don't rip stuff off. If you want to use a couple of lines from the blog on your own site then that's okay, just link back to me and tell me what you're doing. This takes time and energy to put together and that's why, even though you're reading it for free, you'll appreciate that the copyright sticks with me. We use some of the material, like the photos, in the work I do and it's here in good faith to read; not to be copied.

While every effort has been made to ensure the accuracy of this paper, we offer no guarantee or warrantee on the information contained herein.

Don't take anything here too seriously, and don't base any big decisions on what you read (not that you would, but as they say... "there are no guarantees, warrantees, or indemnities, either expressed or implied, in anything on this website. While I've made the effort to give some interesting info, I'm not making any claims about the accuracy, completeness or timeliness of what's here. These are the personal opinions of the author and do not necessarily reflect those of any organisation I have worked with"). Similarly nothing is intended to offend, so if it does (whether it's written by me or in one of the postings) then mail me.

Something to add? Good debate and strong opinions welcome but stay on-topic guys and be courteous - thanks